This is the beer fridge rolled out in Europe by the Molson Coors Brewing Company as part of a campaign to sell more Canadian Molson beer in Europe. Why would Europe want some mass produced Canadian beer when they have so much good stuff themselves? They probably don't. But has that ever stopped a company from pissing away money trying to change people's minds? Never.

A public fridge chock full of free beer may sound like heaven to some, but there's a problem: It's locked. And there's only one way to open it--you have be Canadian. The fridge will open only if you scan a Canadian passport. A webcam inside snaps a photo of the passport, unlocking the swill when it recognizes the document as 100 percent official maple leaf.

So if you're a Canadian traveling in Europe and you want a free Canadian beer you can have one, but nobody else can. I'm failing to see how this is supposed to convert people. Besides, you don't actually NEED a Canadian passport to open the fridge, just an axe. Axes are like, a universal passport for doors.

Thanks to Jwudafuq, who isn't afraid to jumpkick the shit out of a vending machine for a stuck bag of chips.

That fridge is in Canterbury, 10m from a bar selling 200 different Belgian beers, and 50m from The Foundry brewpub. Good luck shifting your piss, Molson.

Ryan

Don't be upset Americans. You already have something like this in your own country. It's called a drinking fountain.

$14019757

If they want to sell more Canadian beer in Europe perhaps they should have a campaign where they get PEOPLE WHO ARE FROM EUROPE TO DRINK IT this is the most well-executed, poorly-thought-out campaign I have ever witnessed holy crap.

Dennis Bauer

If Thils is realy in Europe, why is the fridge still standing there after 5 minutes?

Cpt Lars

Because we have real beer and don't need to steal bottled piss.

Keegano

The point is for everyone to look for a Canadian in the crowd that can open the fridge. Then everybody shares a beer, courtesy of that Canadian hero. It's a pretty good commercial. And molson is an ok beer, pilsner is trash!

SZMatheson

I just think it's funny that only the people who have already tried Molson are capable of getting it.

Yeah, I can't see any problems with letting a random webcam take a picture of my official ID. Though to be safe I'd probably try to get my credit card in the shot so they for sure know it's me...

knurd

Personally, if I'm leaving Canada, I would drink local beers - not a mid-grade Canadian beer that tastes like paint thinner and gives you a nasty hangover. I wouldn't open this fridge for fear of tarnishing Canada's reputation of having some of the best beers in the world. We do, and this isn't one of them.

"There's free beer in this fridge and I can open it! ...but you probably won't like it, goodbye." What kind of Canadian are you? Free beer is always good beer.

knurd

Let me get this straight, you'd rather have yeasty tasting beer that gives you a nasty hangover after a couple over some local UK craft beer with flavor and depth? Okay. When you exit your teens or move out of the trailer park you are living in then maybe you can try a real beer and see what I'm talking about.

Duke Lavis

Identity theft in 3....2...

Kaizer Chief

Love how the makes no attempt to conceal his contempt: "unlocking the swill". As for whether or not Europe needs beer from anywhere else in the world, one word: Belgium. That is all.